In an age where information is plentiful and attention spans fleeting, savvy brands understand the value in adopting a journalistic approach to content creation – with a view to capturing the attention of their increasingly selective audience.
Producing high-quality editorial content is tough to accomplish. It requires a deep understanding of the target audience, a strong editorial voice, and a commitment to journalistic integrity.
Above all else, it demands that a company resists the temptation to promote its products and services. Readers of editorial content can quickly detect when a brand shifts from story to sales and, in this context, it’s a turn off.
Alpha Grid is the content studio of the Financial Times, so much of the branded content that we produce sits alongside articles written by Financial Times journalists and, while we make it clear that these pieces are sponsored, FT performance data tells us that anything that feels out of place or inauthentic can disrupt the reader’s experience. That’s why we take great care to ensure that our partner content is not only informative and engaging but also feels native to our platform.
We apply the same principles to the journalistic content we create for brands to publish on their own channels. Whether it’s videos, interactive infographics, or even live events, we strive to present information in a way that is informative, compelling, and ultimately thought-provoking.
So how can brands steer away from product marketing and towards truly engaging editorial content? Here’s what we recommend keeping in mind:
When brands get it right, journalistic-led content is engaging and informative; it works to build trust and credibility, while ultimately driving sales and revenue.
Find more articles here
Want to join the team?